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Unit 5 Section A
Spend or
save
—
The student's dilemma
花钱还是存钱，学生进退维谷
1
Do you feel as confused and manipulated as I do
with this question,
I
spend
or
should
I
save?
I
think
that
the
messages
we
get
from
our
environment
seem
to
defy
common
sense
and
contradict
each
other.
The
government tells us to spend or we'll
never get out of the recession. At the
same time, they tell us that unless we
save more, our country is in grave
danger. Banks offer higher interest
rates so we increase savings. Then the
same banks send us credit card offers
so we can spend more.
1
你是不是跟我一样对“我应该花钱还是存钱”这个问题感到困惑，且有被操纵的
< br>感觉？
我觉
得我们从生活的环境里所获得的信息似乎是有违常识、互相矛盾的。
政府告诉我们要花钱，
否则我们将永
远走不出衰退；与此同时，他们又告诉我们，
除非我们节省更多的钱，
< br>
否则我
们的国家会处于严重
危险之中。银行提供较高的
利率以增加储蓄。
然后，同样是这些银行
又提供信用卡让我们可以花更多的钱。
2
Here's another familiar example: If we
don't pay our credit card bill on time,
we get demanding, nasty emails from the
credit card company saying
something
like:
you'll
be in
trouble!
charming tone telling us how
valuable a customer we are and
encouraging us to resume depiction is
correct: a failing
consumer in trouble
or a valued customer? The gap between these two
messages is enormous.
2
这里还有一个大家熟悉的例子：如
果我们不按时支付信用卡账单，我们会收到
从信用卡
公司发来的类似这样的令人讨厌的催缴账单的电子邮件：不还款是不可
接
受的。请立即缴付，
否则后果自负！
之后，一旦还款，我们就会收到一封跟进
的电子邮件，语气和蔼
可亲，说
我们是多么宝贵的客户，并鼓励我们
继续花钱。
到底哪一个描述是正确的？有麻烦的失败
消费者还是宝贵的客户？
这
两者之间可是天壤之别！
3 The paradox is that every day we get
two sets of messages
at odds with
each other. One
is the
need
this!
m
essage,
which urges us,
Control
your desires.
Avoid
luxuries.
your
appetite for
more than you truly need.
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sources:
from school, from
parents,
figures
referring
work,
family loyalty, and the capacity
even
from political
to
values
to postpone
desires are core American values that
have made our country great.
3
自相矛盾的情况还有，
我们每天都收到彼此相左的两种信息。
一种从“纵容”的
角度，让我
们“买东西，花钱，现在就得到它。你需要这个！
”
另外一种，我们可
称之为“正直”的信息，
它力劝我们：“努力工作，把钱存起来。控制
你的欲望，不要买奢侈品，不要垂涎那些你并
不真正需要的东西。
”
这类信息
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来源甚多，有学校方面的，有家长方面的，甚至还来自提及
传统价值观的政治人物。
艰苦创业，忠于家庭、能推迟欲望是美国价值观的核心，它使我
们的国家变得强大。
4 But
the opposite message, advertising's permissive
message, is
inescapable. Though
sometimes disguised, the messages are
everywhere we look: on TV, in movies on
printed media and road signs,
in stores, and on busses, trains
and subways. Advertisementsinvade our
daily lives. We are constantly
surrounded by the message to spend,
spend, spend. Someone recently
said,
asleep!
4
但相反的信息，即那些纵容人们不断花钱的广告，无所不在。
虽然此类信息
有时经过了
乔装打扮，但仍随处可
见，电视、电影、印刷媒介和路牌、商店，
及公共汽车、火车和地铁
上，比比皆是。
广告侵入了我们的日常生活。
我们
时时被包围在花钱，花钱，花钱的信息
中。最近有人说：
“唯一可以逃脱广告
的时候是当在床上睡着时！
”
5
It's been calculated that by the age of 18, the
average American will
have
seen 600,000 ads; by
the
age of 40, the total is almost one million. Each
utmost to influence our
advertisement is doing
its
diverse
buying decisions,
from the
breakfast
to whichcruise line we
will use
cereal
we eat
for
our
vacation.
There is no shortage of ideas and things to buy!
Now, of
course, we
don't remember exactly what the
products were, but the essential
message is
cemented
into
our consciousness,
your
desires.
You
should have what you
want. You deserve the best. So, you should buy
it
—
now!
friend to
myself. I do what makes me feel good. I
derive pleasure from nice
things and
feel nourished by them. I
used to put things off. Not anymore. Today
I'll buy
new ski
equipment, look at new compact cars, and buy that
camera I've
always
wanted. I live my dreams
today, not tomorrow.
1
5
据计算，普通的美国人到
8
岁时，会看过
60
万则广告；到
40
岁时，看
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